Benjamin Moore Natura – New Green Good Housekeeping Seal Holder

There are thousands of products on shelves that claim to be better for the planet but we know that when you're out shopping, you're confused and even mistrustful about these "green" promises. To help you to separate the real from the hype we created the Green Good Housekeeping Seal (GGHS). If you see a product bearing this Seal, you can be sure that, first of all it really works. That's because before a product applies for the GGHS, it has to earn the Good Housekeeping Seal. Only then do we evaluate the environmental factors, verifying data related to the product's measurable impact on the planet. Reduction of water use in manufacturing, energy efficiency in manufacturing and product use, ingredient and product safety, packaging reduction, and the brand's corporate social responsibility are among the factors we consider. When you see our Green Good Housekeeping Seal on a product you can be sure that it meets all its green claims.

Benjamin MooreNatura is a water-based line of zero-VOC (volatile organic compound) paints for interior use. The colorants that are added at the time of purchase are also water-based and provide a full range of colors without adding VOCs. In our environmental evaluation, the product scored particularly well in reduction of energy use and waste production in the manufacturing process, the innovative development of a tinted product with zero VOCs, and the company's commitment to improving distribution practices. You can check out a description of the questions asked on goodhousekeeping.com.